13# THE CHOICE OF THE LOGO

The choice of the logo was becoming clearer. We had two tracks that we decided to work on.

THE MOODBOARD

To coordinate, we created a shared moodboard with images from all over the world to define the visual universe of Marine Coton.

For this step we used Pinterest, in our opinion the perfect place for anyone in need of ideas and inspiration.

THE BASELINE

In parallel, I was looking for a baseline for the logo.

« The baseline is the slogan or phrase that punctuates an advertisement. The term originally comes from the signature sentence traditionally found under the text of a press advertisement. Since then, the term base line has been used regardless of the advertising medium or media used.  » – Source Bertrand Bathelot

The positioning I wanted to give to Marine Coton was really focused on textiles and the new use of perfume. I wanted to represent this commitment through the baseline. I chose to name this mode of consumption Parfum de Textile.

THE STARFISH

We had agreed to continue exploring track A, which represented the cotton flower with the starfish in the center, and track B, which represented the aquatic and marine world.

For track A, Lea-Pop needed to rework the look of the cotton flower to be thinner and more elegant while keeping the idea of the starfish in the center. We also chose a thinner script and non-handwritten letters to keep the high-end image.

For track B, she had to rework other proposals to make the logo look less childish and more in line with the brand’s high-end image.

And here is the result:

TRACK A

TRACK B

MAKE CHOICES

This second phase was decisive for the creation of the logo.

The choice turned to the cotton flower designs that are currently on our logo. We reworked the choice of the font a bit more and validated the logo.

We concluded that the logo should remain simple, uncluttered in black and white. On the other hand, the graphic universe around it had to be colorful to counterbalance. The graphic universe and the product had to transport us to a unique colored and olfactory universe.

MAKE DRAWINGS

We have now reached the last phase: creating the universe around the logo.

For this last step, we chose to mix the elegance of the logo with the more colorful moodboard and the aquatic and marine universe of the B track.

We wanted to find the organic, marine graphic elements and natural raw materials.

Léa-Pop then took her best pen and started to draw the universe around the brand:

« For the graphic charter, the main challenge was not to make the drawings fall into the childish side. I loved discovering the face of the brand as the projects progressed; conveying the organic, natural side, but also the simplicity. »
– Léa-Pop Rizzo

THANK YOU LÉA-POP !

Upon receiving her colorful, unique and sophisticated designs, I knew right away that we were on to something.

From this collaboration was born the graphic universe of Marine Coton. Through our exchanges, we were able to transcribe the values of the brand.

I take advantage of this article to thank Léa-Pop for having given life to Marine Coton through a unique visual universe.

It was now time to launch the creation of the brand’s first textile fragrance.

To be continued…